How Popeyes staked its claim on a popular Beyoncé look
Back in 2003, Beyoncé admitted to Oprah Winfrey that she was a huge fan of Popeye’s, so much so that the chain gave her a lifetime free pass to anything on its menu. At the time Beyoncé also revealed she no longer indulged in the chain’s food, but more than a decade later, fans started to suspect that her passion for the restaurant still burned. In January 2020, the music star debuted the limited-edition sportswear line Ivy Park x Adidas. It featured a distinctive maroon and orange palette that some quickly noticed bore a striking resemblance to the uniforms of the Louisiana chicken purveyor.
The brand and its agency Gut jumped on the pop culture moment and immediately put Popeye’s line of worker attire up for sale for a limited time, highlighting their similarities to Beyonce’s wares. The brand ultimately raking in $30K from fans wanting to get in on “That Look,” and the social stunt went on to get coverage in major outlets around the globe, from Billboard, to Good Morning America to the Wall Street Journal. Ultimately, it generated more than 703 million media impressions, the equivalent of $6.3 million in ad value.